GATHER AROUND —
A new generation of whisky drinkers is redefining family, embracing "chosen families" over traditional ties. To reflect this shift, Buchanan’s Whisky transformed its brand with Gather Around, a global platform co-created with Grammy-winner and YouTube’s #1 musician Bizarrap — and his inner circle. The launch film reimagined his “Family Sunday,” a cherished Latino tradition, while an integrated campaign rolled out OOH, social, redesigned bottles, events, and more.
A brand platform that reframes Buchanan’s from “tío’s drink” to the bottle that completes the circle—anchored in distinctive assets (vibrant green, Red Seal, rounded forms) and a welcoming voice (“Estemos en familia” / “We are the spirit of the 200%”). Co-creating with communities builds cultural legitimacy; repeating the same idea, codes and tone builds memory. The result is a consistent brand world that moves Buchanan’s from shelf to circle for next generation.
